Wednesday, 6 October 2010

Brand Manager Report

The Yo! Sushi brand is the most famous sushi brand in the UK.  It is one of the most talked about dining experiences of the 21st century.  As well as the experience being fun and exciting, the sushi is high quality - freshly prepared in their restaurants for dining in, for takeaway or delivery.  They serve over 3.5 million customers a year throughout the UK and across the globe in Moscow, Dublin, Dubai, and Kuwait.
The city I have chosen for my design task is Barcelona.  I have chosen this city for a few reasons - I have always been interested in Art Nouveau and when I was 18 years old I decided to write an essay for my A Levels about Antoni Gaudi, so I visited Barcelona to study his work.  Gaudi's work is so unconventional, I feel it is a must that they appear and that they are the main focal points in the wall mural design.  I originally wanted to choose New York, but as much as I love this City I feel it has more "top of the mind" branding and I think for this reason Barcelona will be more of a challenge for me.

Barcelona is the 15th most liveable city in the world, and is the 12th most visited City in the world according to lifestyle magazine Monocle. It is the 4th most visited in Europe after London, Paris and Rome.  It receives over 5 million tourists every year, and the city is Europe's 3rd and one of the worlds most successful as a city brand, both in terms of reputation and assets.  This ever-growing, high turn over city would be ideal for a Yo! Sushi outlet.  This is a modern city, where young people visit for short stays - and as Yo! Sushi is quirky and original with a fast paced (conveyor belt) feel, much like Barcelona, I feel this would be the perfect city.  Barcelona already has such a large variety of foods from all around the world.  As well as typical Catalan foods and tapas, you can get Indian, Thai, Sushi, American and Italian.  As Barcelona already has nearly every type of food you could imagine from traditional outlets to new-wave/ultra modern, and prices low to high, I feel a Yo! Sushi outlet would fit into Barcelona perfectly.

The style of design I would like to achieve in the outlet/restaurant is an ink and brightly coloured type theme.  I have looked into various Illustrators such as Silke Werzinger.  Silke finds inspiration in everyday life, magazines, and notebooks she picks up at flea markets.  Her simple style, which combines ink and colour, has an almost adolescent brazenness which I really like, and will fit in with the target market for this project.  Her Illustrations sometimes tell amusing stories in scenes taken from everyday life, conversations between friends, and music much like Barcelona.
My idea is to start off a design for the wall mural and for it to have an ever-growing style just like Barcelona does. For example; Paper cloths on the restaurants tables with biros for people to add onto the original design. A blank wall in the outlet for people to draw on, or to be able to enter competitions with your design on - which might be an on going design through to other outlets all over the world or just in that one city. I think this would help well with the following:

               Target Market
               Brand Awareness
               Selling points (unique and common)
               Sales Targets
               Competition/rival brands
               Product launching
               Advertising/packaging/promotional literature
               Internet/digital media

1 comment:

  1. good morning cathy, very good so far, however how is your chronic diahorrea :)